Match Group
Bumble
Hinge
Match
Tinder
Grindr
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As of 16 October 2026, a dating app in the US can send iPhone members to its own web checkout and pay Apple nothing on those sales, while the courts decide what fee, if any, Apple may charge [3][4]. Match Group says this will save it about $130 million in 2026 [15]. In the EU, Apple's new terms from 1 October 2026 charge 15% on sales made through a link out of the App Store [9]. In the UK, Apple still does not allow steering at all, and the Competition and Markets Authority (CMA) is deciding whether to require it [13].
Google's rules changed in all three markets in 2026, and its fees for payments outside Google Play billing are now set out market by market [6][7][8]. The rules move fast, so every point below carries a date.
The rules by market, 16 October 2026
| Market | Apple: in-app purchase | Apple: link out to the web | Google Play |
|---|---|---|---|
| US | Standard commission, generally 30%; 15% for small developers [1][2] | Allowed, no commission until a court approves one [3][4] | Links and alternative billing allowed since 29 October 2025; alternative billing fees of 10% on subscriptions and 20% to 25% on other purchases, payable from 1 October 2026 [5][6] |
| EU | 26% standard; 15% for small developers and subscriptions after year one, from 1 October 2026 [9] | Allowed, 15% (10% reduced) on sales within 7 days of the tap, from 1 October 2026 [9][10] | Billing choice from 30 June 2026: 10% on subscriptions; extra 5% billing fee only if using Google Play billing [7][8] |
| UK | Standard commission, generally 30%; 15% for small developers [1][2] | Steering banned by Apple; CMA decision due later in 2026 [13] | Billing choice from 30 June 2026 on the same fee table as the EU [7][8] |
Source: court rulings [3], Apple [2][9][10], Google [5][6][7][8], the CMA [13] and Bumble's description of the standard Apple rate [1]. Small developer rates apply to developers earning up to $1 million a year [2].
United States: no Apple fee on link-outs, for now
The US position comes from Epic Games' case against Apple.
- 30 April 2025: the district court ordered Apple to stop charging any commission on purchases made through links out of apps, and to stop restricting how those links look [3][4]. Apple had wanted 27% on linked-out purchases [4].
- 11 December 2025: the Ninth Circuit upheld the finding that Apple was in contempt. It said a blanket ban on commissions was not right in its current form, and that Apple may in future charge a reasonable commission, but none until the district court approves a fee [3].
- 30 June 2026: the Supreme Court agreed to review the contempt finding, with argument expected in the term starting in October 2026 [4].
- August 2026: the district judge refused Apple's request to pause the case and is working out what commission would be appropriate [4].
Match Group's finance chief said on its August 2026 results call that it was "still 0% commissions on alternative payments" with Apple, and that it expected more clarity late in 2026 or early 2027 [15].
Google in the US
Google has allowed US developers to link out and use other billing since 29 October 2025, under a separate court order in Epic's case against Google [5]. It launched formal programmes on 9 December 2025 and reached a new settlement with Epic on 4 March 2026 [5]. Developers using alternative billing must pay Google's service fee from 1 October 2026: 10% on auto-renewing subscriptions and on the first $1 million of yearly earnings, then 20% on other purchases for new installs and 25% for existing installs [6]. The deadline for developers using external links was moved to 1 December 2026 [5].
Sources differ on the timing of Google's wider fee cut in the US. Google announced separated service and billing fees for the US, EU and UK from 30 June 2026 [7]. Its billing choice page lists only the UK and EU from that date and says the existing US programmes apply with no changes [8]. Match said in August 2026 that the US change had been held up by the courts, would cut à la carte fees from 30% to 25% for new installs only, and would be worth only about $5 million to it in 2027 [15].
European Union: lower Apple rates and a fee on link-outs
The EU rules flow from the Digital Markets Act (DMA).
- 23 April 2025: the European Commission fined Apple €500 million for breaching the DMA's anti-steering obligation [11].
- 18 August 2026: Apple announced new EU terms, taking effect on 1 October 2026 [9].
- 1 October 2026: Apple's EU commission became 26% on in-app purchases, 20% with alternative payment processing and 15% on linked-out sales, with reduced rates of 15%, 10% and 10% for small developers and for subscriptions after their first year [9]. Only sales within 7 days of tapping the link count [10]. Developers must keep their chosen payment options for 12 months [9].
On Google Play, EU developers can offer billing choice from 30 June 2026 [8]. The service fee is 10% on auto-renewing subscriptions, and a separate 5% billing fee applies only to transactions through Google Play billing [7].
United Kingdom: still waiting on Apple
- 22 October 2025: the CMA designated Apple's mobile platform as having strategic market status [12].
- 1 April 2026: the CMA published Apple's commitments on app review, ranking and data. Steering was not included [12].
- 30 June 2026: the CMA consulted on a steering requirement for Apple and Google. It said steering was banned by Apple and restricted by Google in the UK, and that it would expect steering fees to be lower than current app store charges [13].
- 30 June 2026: Google's changes took effect in the UK, allowing steering with some restrictions and changing its fees [8][13].
- 14 August 2026: the CMA published consultation responses, with a decision expected later in 2026 [12][13].
What dating companies have reported
Match Group is the most open about the savings.
- In the fourth quarter of 2025, its cost of revenue fell by two points as a share of revenue, which it put down to alternative payment savings [16].
- For 2026, it said its plan reinvests savings from alternative payments and job cuts into Tinder and Hinge product and marketing, and that Hinge would reinvest only a third of its expected savings [16].
- In the second quarter of 2026, cost of revenue fell 16% and was 24% of total revenue, mainly because of alternative payment savings [14].
- In August 2026 it said alternative payments would contribute about $130 million of savings in 2026, about $20 million more than it expected at the start of the year [15].
Bumble does not discuss alternative payments in its results. Its cost of revenue fell from $74.3 million to $54.0 million in the year to the second quarter of 2026, while revenue fell 15.2%, but it did not say why [17].
Grindr says Apple and Google process substantially all of its direct payments [18].
Questions
Can US dating apps link to web payments without paying Apple?
Yes, as of 16 October 2026. Since the court order of 30 April 2025, Apple cannot charge a commission on purchases made through links out of US apps until a court approves a fee. The Supreme Court agreed on 30 June 2026 to review part of the case.
How much has Match Group saved from alternative payments?
Match said in August 2026 that alternative payments would contribute about $130 million of savings in 2026, about $20 million more than it expected at the start of the year.
What does Apple charge in the EU in 2026?
From 1 October 2026, Apple charges 26% on standard in-app purchases, 20% with alternative payment processing and 15% on purchases made through a link out, with lower rates for small developers and subscriptions after their first year.
Can UK apps link to cheaper web payments?
Not on iPhone as of 16 October 2026. The CMA said in June 2026 that steering is banned by Apple and restricted by Google in the UK, and it is consulting on requiring both to allow it.